Most Ukrainian military units still use Soviet-era field kitchens. They were designed decades ago and can only produce very primitive, tasteless meals. The idea behind the Borscht Collective initiative is to transform the food culture in the army to give soldiers the chance to eat the way they deserve: tasty, high-quality, and nutritious meals.

The author of the idea is Oleksii Vykhrenko, the head cook of one of the internal units of the 47th Brigade, better known by his callsign “Yogurt.” His unit has long since moved beyond dry rations thanks to a kitchen assembled from decommissioned restaurant equipment that was no longer used. The idea is both simple and brilliant  a truck or container, written-off equipment, a few days of work, and the soldiers get meals that even an average Parisian would envy.

The project now aims to scale across the entire army. To achieve this, a large amount of kitchen equipment is needed, which is why the team plans to reach the European market. And for entering a new market, the project needed a brand. That’s where the volunteer organization Community 0, which unites the creative community to support the military, came in. The agency 9.8, which founded Community 0, developed the full package for the project: naming, identity, and website.

The name Borscht Collective became a perfect metaphor: just as borscht combines different ingredients, this initiative brings together people from various fields for a common goal. At the same time, the word borscht already has recognition abroad and, unlike military-sounding names, feels approachable and “tasty” for Europeans who may not want to directly fund weapons but are willing to support the army.

Borscht is more than just a dish. It is a symbol of culture, hospitality, and the union of different ingredients that together create something greater than each on its own. That is why it became the foundation for a brand meant to reflect the values of this project.

During the process, we explored dozens of visual metaphors and eventually focused on the concept of a borscht stain left after a meal. It symbolizes the result: the combination of efforts, ingredients, and people. In the logo, it became a circular mark simple yet rich in meaning. The identity is adaptive, able to exist in both serious and playful contexts: from websites and communication materials to patches and product packaging.

Borscht Collective is an example of how a random idea can grow into a systemic project. And how a cultural code a humble dish known to every Ukrainian since childhood can become the foundation for a brand that works on an international level.

We believe that thanks to its new identity, more people will learn about Borscht Collective, and more field kitchens will make their way to the front. Which means Ukrainian soldiers will continue to eat the way the army of the future should deliciously, properly, and with a sense of care.